Roles of Emotional Appeals in Decision-making

Roles of Emotional Appeals in Decision-making Essay example
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Fill (2009, p. 18) asserts, “Emotional responses assume decision-making is not made through active thought processing, but as a result of emotional reaction to communication stimulus”. Emotions are like a hidden part of us that help or drive us to make some critical decisions.


While some individuals argue that we make decisions through critical thinking, most of our decisions are made depending on our emotions (Fill, 2009, p. 19). Our moods and feeling towards particular ideas or items critically shape the decisions we make concerning that idea. For instance, a business manager coming to work loaded with stress from family issues is likely to spend the whole day making poor and inaccurate decisions at work. In addition, the same manager is likely to change the way he or she is treating people on that particular day. Therefore, emotions also determine how we relate with other people in our daily lives. Emotional appeals have the same effect in the business environment. They influence the way in which both business and customers make their decisions. Therefore, emotions have a significant impact on the effect of marketing on the customers (Fill, 2009, p. 20). While the business may market its products effectively, it may not succeed in attracting the attention of the customers. A business should take into consideration the emotions of its customers when advertising its products. This is because marketing triggers different emotions in the customers. Customers tend to develop different emotions and feelings towards a product or a service depending on the way it has been advertised (O'Shaughnessy & O'Shaughnessy, 2003, p. 10). ...
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